The Most Controversial Cannes Lion Grand Pix Winner for Strategists

There’s one con line grand Prix winner that has the strategy community split, and it all comes down to how you think advertising works

was one of the most awarded campaigns of the year. There are two prominent schools of thought for how advertising works. The first is ADA, which suggests sewn becomes aware of the brand. Then follows interest, desire and action. The second school of thought is based on the associative network theory. This theory suggests that advertising works through association in our heads.

Our minds are like spiderwebs with connections, between different objects, everything then connects with these associations. I go into a lot more detail on those two schools of thought in the planning dirty. Okay. So for instance, when we hear the word junk food, we might associate it with McDonald’s unhealthy treats and kids’ favorites.

These associations are in the subconscious. We don’t have to actively put these associations together. We have never been told to drink Corona on a beach. We’ve just seen the associations in the air, but let’s get into the debate. So within the ADA model, this ad looks like a six. It definitely captures your attention.

It is a complete zag on the category conventions of showing food, porn and perfect imagery. It would also increase interest as the messaging is all about removing preservatives from the food. We can see why it won the grumpy line. When we see it from this perspective, when we look at it through the lens of the associative network, The moldy Whopper associations are going to link moldy with burger king and the Whopper people.

Aren’t really going to spend a lot more time thinking about it. And so you’re just left with this association. This campaign then looks like it has done some serious damage to the brand. Let’s look at the case study. And then I’m going to ask you a question that I’d love to know your answer to afterwards.

Fast food, an industry that offers convenient, craveable food at a good value, but you put out a bid back and you could keep it there forever. Right? It’s right here. No fungus, no mold, no smell. Why isn’t a mold on that? Well, because of all the stuff we put in there, what we put in our bodies, it’s time to change that one.

burger king is rethinking the image of its signature Whopper burger. They’re turning a lot of heads with a new ad and maybe some stomachs to showing that mold mold mold can be abused. It shows a moldy Whopper as a way to announce that the fast food chain will no longer put preservatives in their food.

The beauty of no artificial preservatives. I think it’s great. It’s very real. But I think it’s a really neat commercial. It’s fascinating and gross at the same time. When I watched this, I’m like, I can’t see this. I can’t stop watching it. When one company makes a decision like this and it’s certainly have ripples effects across the whole.

So, is this really the best way to sell a burger? Well, I know the desk

they’re taking out preservatives. This is the real deal.

I think it really speaks to the fact that companies are here. Huge tectonic shift of customers asking real questions about what’s in their food. They’re removing preservatives because they feel real food tastes better.

What do you think I would love to know in the comments, if you think this is a worthy winner of the grand Prix, or are we awarding a campaign that will be doing more damage than good to the point?


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